How does outstanding eCommerce website contribute to online success in e-commerce?
But what if you can invest little time in design, if you don’t have an in-house designer or just don’t have a creative streak? Nevertheless, there are simple and effective steps to optimize your web shop design.
In this blog post, you will learn 5 simple and effective tips to improve the design, content and customer experience of your e-commerce website.
Why the design of e-commerce websites counts – even with B2B!
My global customer success colleagues and I have the privilege of supporting Web Digital Media Group Commerce customers every day in celebrating / becoming more successful in e-commerce.
Most of my customers focus on e-commerce in the B2B (business-to-business) area. They spend a lot of time maintaining large quantities of products in their catalog, some of them 300,000 or more. Often there is little time left for web shop design.
But the key is to offer your customers a fantastic online experience. Even though B2B e-commerce is often more traditional than B2C e-commerce, B2B customers are still ‘private buyers’ in their free time. They might order new gadgets from Amazon on Sundays and then visit your website Monday morning to order spare parts, coffee, or other things.
The online leisure experience is the yardstick by which you will measure your visit to your e-commerce website. If they expect a bad user experience there , they may decide not to buy in your web shop – or they may not find what they are looking for.
Since good design is essential for eCommerce website , 60% of the current R&D department at Web Digital Media Group Commerce is busy making our e-commerce software even more flexible and advanced in terms of content management and design.
We summarize: User experience and conversions are relevant. We come to the 5 tips to improve these two factors
Tip 1: Optimize photos and product images
Distorted images, blurry photos, huge image formats or no / too few product photos. We have already experienced everything. Make sure that you use images on the content pages that are of good quality and not too large (MB). This will improve the performance of your web shop and the user experience of your customers.
I therefore recommend the following:
Compress your images and look for a balance between size and quality, especially with full-page banners. Adobe Photoshop is certainly the most professional design software, but it also has its price. But there is also software like Affinity Photo or Laminar, which is cheaper and with which your pictures can be compressed very well eCommerce website.
Take the time to photograph your products. Customers tend to buy products if they know what they look like. This even applies to customers who always order the same products. The better the photo, the more attractive the product. The purchase is affected by many psychological factors, including an unconscious feeling of security. When customers order from you, they want to make sure they’re ordering the right product.
Tip 2: Create a dynamic page design with a selection of content blocks
Content blocks are building blocks from which your websites are built. These can be image sliders, text blocks and videos , but also newsletters and Twitter feed content elements . For a successful e-commerce user experience on your eCommerce website, you should use and adapt various content blocks.
Pages that are mostly white and contain little color and images can quickly bore visitors. Contrasts help customers to differentiate between different page types. In addition, your pages will be more lively and the products and your company will be placed in a better light.
Our B2C customer has created a fantastic website that offers its customers an amazing e-commerce user experience. There you are familiar with full-page image sliders, product sets (such as bestsellers), service content bars (shipping, service etc.) and linking to other pages on the website. Do you see how the use of photos and product images also contributes to this breathtaking web shop design?
Web Digital Media Group Commerce provides numerous blocks of content in its standard product. My personal favorite is the video content block .
Tip 3: Create an eye-catching conversion path with the right color
Use color to direct your customers to the pages / paths that are important to your web shop. It all starts with the use of contrasts – a dark text and button on a dark image or a light button on a light side do not stand out. If a button or call-to-action is relatively unimportant, then give it a neutral color. However, if a button should lead to conversions, make sure that it stands out.
Do you want a high conversion rate for your products? Then you can guide your customers on their way to check-out by designing all the important buttons in the same, eye-catching color. We call this a conversion path.
Your company probably has a style guide. For the design of your e-commerce website, choose the most striking colors from this company style guide. If it doesn’t have any striking colors, consider expanding or adjusting the guide to increase the conversion rate.
Tip 4: Help your customers find your products more easily
Is the main menu of your e-commerce website full of categories, subcategories, brands and other information? Then it may be difficult for customers to find the products or pages they are looking for. How can this problem be solved? It’s simple: be more economical!
Here are some examples of how you can make your product information clearer:
If there are too many items in the main menu , think about how you can group them in order to make the main menu clearer. Must there be 10 types of tires? Or is “tires” enough for your customers to know that they have to click here to find the right tire?
Create your own landing page or product carousel for seasonal offers , trend items, etc. to highlight them.
If your range is simply too large and it should appeal to both B2B and B2C customers, or if it contains products for other purposes, then you should consider setting up separate e-commerce websites. In this way you offer your customers more relevant information.
Tip 5: Ask your customers for feedback on your e-commerce website design
All successful e-commerce websites have one thing in common: customers simply enjoy visiting. Even though we sometimes think we know what our customers want and how they do it, we probably don’t know everything. There is only one way to find out: collect customer feedback. Ask questions like:
- How do you search for products?
- What are your reasons for and against using a web shop or customer portal?
- What features do you influence when buying online?
Your unique advantage as a B2B company is the good relationship with your customers. So send a survey, call 10 customers, or ask them to sit around a table for a feedback conversation. The results will definitely help to optimize the design of your eCommerce website. Learn more about how to get B2B customer feedback and improve your e-commerce experience.
Even more tips to take your web shop to the next level
Optimizing the design of your e-commerce website will give you satisfied and well-converting customers. Adding images, blocks of content, and color doesn’t take too long, but it can have a massive impact on your business.
So collect customer feedback, browse your style guide and get started!
If you are already a Web Digital Media Group Commerce customer, do not hesitate to contact our team for personal advice on your website design and tips for even more successful e-commerce.
Take your web shop to the next level? Check out these 8 examples of great B2B eCommerce websites. Or are you just starting an e-commerce project?